Beginner's Guide to Google Analytics 4

Key Takeaways

[Music] I'm dressed in black today because in the marketing World we're mourning the loss of our dear partner and friend Universal analytics yes we've officially entered the new era of ga4 now if you've left it kind of late to start learning about this switch do not panic Jeff sour and Julie bra did an awesome webinar over at Sam Academy the other day and we've compiled the key things you need to know about this switch take it away hello everybody and welcome to this presentation and discussion where we're going to talk about your last minute ga4 Survival Guide Jeff sour here and I'm joined with my colleague Julie brade and today we are gonna be talking about ga4 now if you've been waiting until the absolute last minute to learn ga4 maybe you still log into your old Universal analytics account and you're not you haven't seen data for like 11 months but you're still wondering what is ga4 all about this is going to be the crash course that you're going to need to get started and it's not just what we're going to be training you on here today and talking about but it's also what we're going to be sharing with um inside the browser of of what you're working with and also we have resources to point in the direction of learning more as well and so with that out of the way I want to get into some housekeeping items so the first thing is this is only going to be as fun as our ability to answer your questions and our ability to work together so make sure you use that question mark icon um it should be to the right of the presentation where you see the screen it says questions to ask your questions now depending on how many questions we have in here we're going to leave be dedicating some time at the end to answering your questions and to hearing from you because a lot of times and both Julie and I agree on this one is that it's not just what you learn it's how you apply what you've learned right so you're going to be learning a lot here we're going to be sharing with you some killer features in G4 we're even going to be breaking news something that isn't available in all accounts yet that we just discovered today we're going to be sharing that with you and when we go through that you're going to be seeing these things but I want to hear your questions because once we answer your questions once you can apply it to your own business your own company whatever you are working for that's when we know this is something that you're going to retain as knowledge and you're going to be able to tackle the world of ga4 okay now the second piece of housekeeping that I want to share with you is um I have three courses inside of the semrush academy okay so um and we're going to be dropping that link in there very shortly here so you can see them but the three courses um the one that might be the most pertinent to you pertinent to you is ga4 for SEO and the ga4 for SEO course is going to be the one um that talks about the basics of ga4 but for people who work in search marketing as professionals um so we're going to be dropping that link into the chat for you very soon here and you can join that and then once you get in there you can see my instructor profile and you can see the other two courses that we we have as well um because I love uh the the courses we've produced with semrush and and in the academy and I want you to share that love as well and each of those has a certificate of completion and a lot more to it as well okay so let's go ahead and get into the world that we're at now so ga4 now I'd love to know how many of you have made the full conversion how many of you love G4 how many of you are standing on the sidelines not really sure what to do with it yet I'd like to know anything that you have to say or to tell us about your ga4 experience because what you put into the chat or into the questions is ultimately going to be what gives us the the real world examples that we can share with you so I'd love to know what you think about this okay so go ahead and put that into the questions area if you have any questions about it and we'll go from there okay now setting the tone here let's talk about the difference between Universal analytics and ga4 so I took this screenshot a while ago um before Universal analytics went away but 85% of all websites had Universal analytics on it at its peak and that means that you know and if you were to go to a website and you were to look at uh 39 or 37 websites then 40 of them or 37 websites out of 40 would have GA on it and that number has um changed a little bit with G4 but it is you know it is widely known as the most well adopted well used and it is the industry standard for web analytics now some of that has changed with ga4 for a few different reasons one is that it's a little bit more difficult to check on the the data in GA or it's a little bit more difficult to confirm what has ga4 the other one is there's multiple ways to install this onto your site so that might be um the reason why but um basically what we're seeing is for ga4 if you looked at builtwith and you said how many people are using ga4 using the ga4 code we're seeing about 50% of the top 10K and 100K websites and of the top one million a lot of them have not switched specifically to ga4 that doesn't mean that they don't have ga4 in place but what it might mean is that they are not using the latest code and so there are some stragglers in there so when we talk about this is the last minute ga4 guide this is truly I think some of you are last minute as I'm reading the in the chat some of you um have been on it for a while ry's been on up for a while um Briana has made the switch but it's taken a lot to get used to uh Michael has a ga4 account but hasn't set it up and so there's a lot of things that are going on here hopefully by the end of today you're going to see the reason why we like ga4 and then also frankly Universal anx isn't coming back right it's been gone for 11 months now so ga4 is a switch we need to make if we want to use the Google tool which which has always been the industry standard for web analytics tools okay now most of this occurred Last Summer so most of the switches happened as you can see last summer meaning that um people made the switch over in right around that deadline which was July 1 to move over and and once they stopped once they stopped collecting data in Universal we did have a spike there some things leveled off maybe some people didn't like it but it is you know that that is the adoption rate of ga4 now why was it such a slow change well it's because ga4 is different it is fundamentally different than what you had in Universal analytics I like to say that with universal analytics you could put a code on your piece of code on your site it would collect data and a lot of that data LED you in the direction of figuring out how your search performed how much traffic was going to your site how much how much um whether you if you set up conversions what conversions were happening there's all kinds of interesting things that could happen in Universal analytics whereas you put the code of of ga4 on your site and you might not fully you know some of the things are exactly the same with what happens to that code some things are a little bit more challenging or different that you might um that you might not know about okay so first of all again my semrush course means that it doesn't have to be that hard right it doesn't have to be that hard so you can take the course and learn from me about how to get ga4 the basics in place we've had thousands and thousands of people go through and complete this get their certificate post it on LinkedIn and just say hey ga4 used to be hard it's a lot easier now that I understand understand it okay so regardless of where you're at now I would highly recommend that you educate yourself as to how it works because it will take some of the things you don't like about it and turn them into positives or even strengths in your business and Julie's going to show you a lot of these very soon here okay now the reasons why I like ga4 and then I'm gonna hand it over to Julie is that one it's a fresh start and it's a one that you always needed now if you're like me you have data gaps that are unexplained or you made some mistake a long time ago and you've had to live with it forever while ga allows you to to correct that mistake because you're you're getting a fresh start so it's really nice you have a fresh start with your data okay so you don't have that this anymore ga4 is releasing things constantly so I took this screenshot earlier this morning um they actually did a release today so if you were to look at this page um and you would see that there's a release that happened today one that happened yesterday they are making constant constant updates to the G4 product okay so if you look at what's new in Google analytics you can see they're making changes constantly all the time it's a very well updated and upto-date product and they're making changes to make it not just better um not just not just to have parody with universal analytics but to make it better now here's some reasons why if you're trying to convince your organization that this is necessary or to say here here are some positives one is you have much better privacy controls when it comes to ga4 there's greater privacy controls that weren't in there in Universal if I were to say there's one reason why Google had to move away from Universal analytics and just Scuttle the boat and start fresh it's because Universal analytics was a privacy nightmare Universal analytics was developed in a desktop era of the internet pre-mobile pre- everything um you know basically um they stored a lot of stuff in cookies there was a lot of data that was on Google's books and on Google's servers and then when the gdpr came out it was a problem and there's a lot of problems that happen with the old Universal analytics data and Google wants to move us forward to the modern way of measur measur ining things and that's basically one of the big reasons why um this is necessary because one this allows you to be privacy first and two is that you couldn't really undo the past with all that old data another thing that's great about ga4 is that you can align it with your company's strategy so we have something at data driven called Aces and we've programmed and cleaned up and made ga4 match this strategy so inside of the semrush course the ga4 for SEO course that we have you're going to be able to see this a template you're going to be able to get your own version of it and you can build out your company strategy and show that inside of ga4 so that's going to be really cool as well for you um also independent research if you're like hey should I use this or should I use something like puick Pro or should I use oox bi um we did this at data driven we did our own research and we recommended ga4 over all the others based on our scoring rubric so we went through and did did scores for over 40 different tools and the one that that came out on top was ga4 ga4 has some features in there like Predictive Analytics that that they have that maybe you didn't have before so they're adding new things with this new data model they're able to do a lot more um forward-looking analytics they're able to use more data modeling and everything like that which can have some positive benefits Predictive Analytics there's data Gap modeling which which can be you know it's had some ups and downs over the years but basically you can choose do you want to blend your data Gap and you want to say Okay I want as complete of data as possible this is nice in a world where cookies have eliminated a lot of the things that we used to be able to track um and there's device fragmentation so there's data Gap modeling inside of ga4 you have monetization reports across different devices and across different monetization methods it's not just e-commerce it's how do we make money which I think there are enough companies out there there's a lot of companies that are saying hey we're not selling physical products but we want to know and have reports on how does this website make us money that's happening the natively inside of ga4 you have attribution modeling that you can have in place you can do attribution reports which I find work really well um and it is worldclass the attribution modeling that Google analytics 4 has and it integrates beautifully with other Google products and so if you've used if you're you know basically if you're wondering should I use ga4 should I adopt it well do you run ads then you pretty much need to do you want to have a backup of your data using something like big query then ga4 is going to be the only one that you can do that for free do you want to connect to search console we are set we're on a semrush webinar here we're talking about search console yes if you want that data it's native here you can also connect it to semrush I show how to do that inside of the course right inside of my course at at sem rush but in addition to that you want to have some clickstream data tied to it and you can get that in G4 so there's lots of awesome stuff that we can do with this so with that out of the way I want I that's some of the benefits of what we have now I'm going to hand it over to Julie and Julie's gonna um share her screen and what she's going to do is she's going to show us um exactly what it looks like inside of ga4 and give us a live demo so Julie I'll hand it over to you all right well thank you so much for that Jeff I'm going to go ahead and get my screen sharing and what we're going to walk through in this particular training is something that came up um about a month or so ago when we're in a mastermind and people there're basically beginners intermediate and advanced users and we ended up showing something that kind of blew the mind of everybody there and even though that they had known about all these different parts and pieces they didn't realize putting them together would basically really unlock Google analytics for and I'm kind of seeing the chat uh they're like not quite sure how to use it and just like you know not sure if it's really better um to be honest I was very similar I'm like I didn't really want to use G4 I started out teaching and using the old ga3 Universal analytics and so I kind of came into this kind of kicking and screaming of like this one's not better it sucks I don't like it however once I kind of started using it and forcing myself to go into it to get answers to the questions I had I really started unlocking what it is that needed to be unlocked so the first thing that we're going to talk about is we are now here in our report section of Google analytics we're in a testing account so is all just kind of um dummy data for us and we are in by default under report snapshot what we want to go take a peek at is this little hidden thing called the library but before we head up there I want to show you kind of like more of these other reports of and then how the library kind of comes into play by default you're going to have life cycle and user kind of showing up in here these are different things that are called Collections and you might have into your acquisition report and you might say like hey yeah I want to know how users are being acquired here and so you come through here and you're like well I'm not sure exactly how to use this because I really want to use I use Source medium a lot so you have to constantly go through here and change this to be Source medium this was one of my biggest irritants with uh with inside ga4 because we were used to Universal analytics in our source medium report and we wanted to see certain things and it was was constantly having to change things and it was annoying what you can do and maybe you saw this somewhere and you just didn't quite catch what it was saying but we're going to enforce this right now so we have this option to customize the report and what you can do is over here where Dimensions is you click on there and you can choose you can see this one right here is sewing as default what we're going to do is click on our three little dots right here and say set as default and just because it makes me feel better I'm going to move it to the top and we could even remove these here and it's not changing anything right now because I haven't hit this magical apply button um and we can even go through and add things like I want to also compare device category I can now go through and apply and now I can have a report with all of this here and if I wanted to change my metric like let's say I we have our session event right here uh thankfully that one's automatically that was another one that we constantly had to add but let's say if there's something else I could always add that in here too um and then what we're going to do next is save it because this is a thing that some people don't realize they need to do in order to see this again they can save it so you can choose the save option and there's two things you can save to current report or save as new report now the way Google analytics for works is if you save to current report it is going to save it and change make changes to the report that we were just looking at the one that was default to the default Channel grouping now and that is changes for everybody not just you this particular profile not just this profile it is for everyone who has access to this view so if you're an agency into a client's G4 maybe you don't necessarily want to do that because there might be other agencies or your CL inside of ga4 so you might want to create a new report however if it is your own ga4 and you have a little bit more Authority in there um you can go make you know save to the current report go for it do that yourself but for the sake of this example we're going to save as a new report and we're going to call this um a better Source medium report there we go a better source medium report I'm naming it this way only so it's easy to find because we've taught this and you know everything so many times that this is we you'll see in just a moment we have a lot of things back there and and to make it very unique but you would name it whatever it is that makes sense to you and your team or whoever is going to be using this report so we're going to choose to save and we come back to this screen so we're using it we're you know kind of going through and we're making changes one of the cool things that you can do inside here is if you have events like let's say we have a purchase event that's a good one to have we could go through and compare purchases in this test account by traffic Source or maybe there's something generate lead that is the Google analytics 4 version of a lead you can go through and see that by traffic source as well um and then you can go through and again change dates all kind of things but we can't really change dates here we have to go back out to where we were to get a little bit more usefulness out of it so what we're going to do is hit the back button and we're going to discard our changes because we don't want to keep it there we want to just go through so now we are back here so we don't have our whole nav with us um but we can go through and change dates which is perfectly fine so but what happened to our nav just we're in a report and our better Source medium report and uh you'll understand why this report is kind of a no man land in just a moment but we're going to hit this reports button again so let's say you come back the next day and you're like I need my better Source median report so you go to acquisition you go to traffic acquisition and you're like well crap this is the stuff that I don't want to do I don't want to have to go fix it again but your better Source medium report is actually in your library right click on that and the reason that we didn't really see a nav or anything over here is because we haven't put it in a collection C yet and so remember we said life cycle is a collection user a collection um and we even have this other collection that you might be seeing in yours it's called business objectives we're not seeing it there because this one says not published and this one says published to all and we can now say publish and if you're wondering what the publish to all means um there are some other features inside of Google 360 uh where you can have other options I hope they eventually make that option to us but that's just why you see publish to all but it used to just say published um but now business objectives is here so you have this honestly if you are not as comfortable with the you know if you've been in G4 for a while and didn't really care for the life cycle reports the business objective ones are a lot easier to understand what is what I feel like they use more common terms and honestly they they exact same reports just different names so if you like business objectives you can go through here and unpublished life cycle and Tada it's going to be easier to get through just using easier names but what do we do with our better Source medium report we have a couple options we can add it into our business objectives or we can go through and you create technically I've already have too many of these things so I'm going to delete this cuz we've taught this so many times and delete this cuz I did that one about an hour ago so what we're going to do is create a new collection or we could go ahead and add it to over here if we wanted to edit that but we're going to create a new one because let's say we're an agency and we're going to have lots of different types of reports we want to keep an eye on and we want them all together so we're going to choose this option here and we're going to name our collection and we're going to say uh x y Z agency and then our type of report let's say this is going to be um product ABC and we're going to apply so why choosing that um what I've started doing with some of our clients they have different product lines and so this topic would be product line one product line two and then I keep going through and they have different reports for those different products so as we're testing things and things are moving really fast they can come in here and see what's happening and like because they like to know what's happening over the weekend they have reports that they can use and that's like until we get maybe a looker Studio dashboard or something done and ready for them so this is a great intermediate type of thing so what we're then going to do is look for the report that we call we're looking for is the better Source medium report and Tada we have and that's the reason why we named it that way so it's easy to find and we're going to choose save and we're going to hit our back button now and what we can see over here with our XYZ agency is the reason we're not seeing it over here is because we have not published it yet so all we have to do is click on our dots and press publish and now we have our report that is set up the way we want it to and we can come in here and customize this report we can go to the metrics and let's say we don't really care about engage sessions per user or we don't care about event count but we want key events or whatever it is we can go ahead and apply and our next option here is to save and what we want to do in this case is save changes to current report meaning saving to a better Source medium report and that way we have all there and it's saying hey you're sure we're like yep we're sure we want to do that and then we have to hit the back button here and so now as you can see we kind of got rid of some of those extra things if we didn't want to have to horizontally scroll and we have that now something else you can do inside of Google analytics FL that I feel is also overlooked is this section of exploration so reports as we mentioned are visible to everybody who has access to the property so you know if this uh any other agency that comes in is going to see your own reports and you're going to be able to see their reports if they create their own collection too um so but Explorations are only visible to whoever it is and can only be edited by whoever it is here um and there is one little slight copy up but we'll get to that whenever we're ready um so what you can do um is you can create a lank exploration and to and there and in Jeff's course we'll walk you through this in a ton more detail so we're just going to kind of give it a big crash course of how this can be extremely useful and we're going to switch this over to funnel exploration and then our next step is to fill out our steps here um and what I'm about to show you can be done no matter how you have implemented Google analytics for so if you are just using the G tag and nothing at all else and and you don't have Ecom set up you don't have anything else set up besides the gtag and you're just sending page views and all the default stuff this will work for you if you're using Google tag manager there are options to make this even insanely more useful for you um and again Jeff talks about that in a course and there's lots of other material out that for you but we're going to take it bound to everybody we're going be super inclusive right now so everyone has an opportunity to do this and what we're going going to do is we're going to look at something called page location and that is this right here and so page location comes across with the page view event so I'm not going to get into the details that's part of the course that's a little bit nerdy but just know this thing comes across with every event and so that's what we're looking for and so what we're going to do is we're just going to grab some information here I'm just grab the URL I'm copying and pasting from one screen to the next and I encourage you to always use the uh contains um and if anyone's tried to use reject inside of Google analytics 4 and failed I encourage you to use chat GPT and tell chat GPT you know figure this out Rex 4 ga4 like tell it Rex 4 ga4 and you'll get a better result um because it is much more strict so for those of you that are more Technical and try to do that and you know hit a roadblock that's appr Pro tip for you so we have the first step then let's go ahead and create our second step which again is another page location and we're going to go a little bit faster here for the sake of time because I want to make sure that you get everything that we need out of this and so page location and by the way once you kind of know how to do this you can have the thing that I'm about to show you done in minutes and I know it's going to be like really help you unlock what it is you're trying to do inside a G4 so you can see the user Journeys so we're going to go again page location and side note I'm super proud of myself for not messing that up while I was talking so usually I can't type and talk at the same time so now we have step all of our different steps in here and we're going to go ahead and press apply and now we have this magical thing that is looking at this particular user Journey for the last 28 days we can go ahead and change our date range and all that stuff we want but I want to go ahead and zoom in a little bit more so you can see what it is we're looking at with our different all these different numbers here um so what we have first is this number right here that I want to point out to you this number in this column is the number of people that started the journey that got to that step so 115 people got to step two and that's 35% of the ones that's started and then of the Second Step it is going here to uh it's only 19 users and so you might be like well what is these different steps like let's kind of put this into perspective so let's go ahead and check it out I want to just show you super fast we're coming in and so it is basically a simple user journey of them seeing a page going to a thank you page and then going to a cart and seeing another uh thank you page super simple so but how do we explain that inside of our user Journey let's fix that because all we're seeing is step step step step step let's click on our edit and see what we can do we have these names so we can call this I'm just going to call this TB for toolbox we say offer page and then we can call this one tbty page which is also another offer and then this one is the cart page that's easy enough and then this one is an a a Ty upsell page just to keep it simple so now we can customize exactly what it is that we're telling the user what what our steps are which is really nice um to be able to kind of customize that piece now this makes a whole lot more sense doesn't it so we have 35% of the users that converted from the opin that's just a free offer and then of uh the 321 of the total about 6% got to the cart and also of the total almost 2% purchased that trip wire offer now what are these numbers over here well these are the completion rates for the step so obviously Step One is the completion rate of the overall so these two numbers are going to match and then but if you're wondering of the offer page this thank you page slofer page how many got to the cart that is 16.52% so all the numbers are here that you need then uh the cart to the purchase is the cart conversion rate is about 31% or if you like card abandonment rates it's right over here so you have all the numbers that you need to be able to make a decision or do you one of the things that is missing here is something that and it's a phrase that I like to say is WTF that's what we use for dashboarding and Reporting and it stands for where's the forecast because you even if as you go through and are familiar enough with funnels especially for those of you that are doing ads or anything like that you probably already know where you should land and you might be kind of looking at this and like oh uh yeah you kind of have to think through it a little bit more of like where it is that you should be improving or whatnot um but it's not super clear and you have to think well let's make it so we don't have to think so much let's go ahead and hit up that little button right there and let's add in something here we're going to type in here say forecast and in this case to this is the conversion rate from step one to step two so this is a regular opt-in conversion rate so we're going to say 30 to 40% and that's what we're going to save for here and if it was really warm traffic it might be a little bit higher now the next conversion rate is the basically an offer page to a cart and in this case the offer is pretty low ticket um so I'm going to kind of treat it like a regular offer page and so we can say 8 to 12% maybe if it was a higher product or something that take you know higher price product I might change make it a little bit lower um and so we can kind of adjust as we need to then for this particular step for a cart conversion rate we're going to go you know let's say uh 40 to 50 % we're going to say we're going to have that cart conversion rate of 40 to 50% so the abandonment rate would be 50 to 60 so if we kind of thinking reverse so now the reason we did that we're going to go ahead and press apply the reason we did that is because now it is super easy for us to see these conversion rates to be able to kind of Compare the numbers that were we're seeing with the completion rates that we can go through and see that um to be able to connect compare with those things the other amazing beautiful thing with this kind of report is we can compare with your different traffic sources so we can click on our dimensions and again this is part of your course so that's why I'm going a little bit faster because it's something that you probably have already seen but you didn't realize how useful and incredible this is to be able to use so we're just choosing Source medium and campaign for the moment and then we're going to go ahead and and just see what it is what happens when we choose to break down we're going to click on this little option and we're going to say break it down by session Source now you are only looking at the top five you can expand it up to 15 and in this case I'm actually going to zoom back out so we can see everything at once and now this is where you can very easily see the different steps and the different conversion rates for these different steps um by their traffic Source in this case source and we can always flip it out to medium or campaign device all the things whatever it is you have here you can break it down by and very easily see what's going on we use this all the freaking time for our clients like if they have a launch or they have something going on or you know even if we have dashboards inside of lior Studio incredible dashboards inside of liquor studio and let's say they launch something really fast and this is what we're doing and this is what we're building out really fast and this is what we're sharing with our clients and saying like hey look like your um your uh Google traffic or is doing fantastic but maybe your Facebook traffic isn't doing quite so well and when I break that down even further it looks like it's this ad or this whatever it is that is not converting quite as well as this type of traffic so let's you know change up the edge or whatever it is whatever action that we can take uh we're able to do that super clearly super quickly um because of being able to break it down this way and very easily being able to see this so remember we talked about how reports were the thing that everyone can see and we mention exploration so this is the one we just created because it's this time right here my local time um and Explorations can only be viewed by whoever created them this is the account that created them and but you do have this is the caveat I mentioned you do have the ability to share but you can only put it in read only mode meaning Whoever has is the person coming in here cannot change the date they cannot change the breakdown they cannot do anything fun or exciting and they cannot do any of this fun stuff here so Google eventually came out with a super amazing super cool thing you can do which is this save as a report in the library and because you were paying attention a while ago and see know what the library is you know what that means so what we're going to do is we're going to click this little bad boy and what we're going to call this is another amazing report and again I'm using those fun names because I have a lot of them so we're going to click on this option to view report in library and it takes us right here if we totally forgot where the library was we I'll show you how to get there again remember you go to reports and then it's at the very bottom down here and then we see our another amazing report here and let's go ahead and add it over remember our collection for product ABC we're going to hit our little edit button here and we're going to type in the word amazing because that was the thing that we was very unique and here it is and all we have to do is save but it's going to say you want to save changes to current collection or save as a new collection and in this case because I want all of my the say I'm agent or XYZ agency I want them all together so I'm going to save to current collection which giv so many options to make this so customizable which is just mindblowing and I no need to republish or anything like that so as soon as I added it there it's there so now look at here everybody who has access to this property can go through and see this and be able to have fun and play with it as well and so we can go through and you know and change it to Source medium here and campaign here and we could go through again and compare I can say just show me if I go to my uh sources and I say just show me Google and just show me that again I can filter and see everything that's happening here I can change my dates I can choose to email myself or you know share the link and then go through there with other reports you can um email you can download you can do all kind of things things with here now one of the things that happened today um that is not showing up on this particular report but give me a second to un or UNH High to publish this one and I'm going to show it because it's something that um is only on some reports and not others and this is the exact same freaking thing that we just did and I don't know why it's not there so I'm going to come to this one and show you amazing report amazing report this is what I want you to pay attention to there's no pencil over here I come back to the one this is I did another presentation this morning and this happened during the presentation it showed up um and I did not address it so everyone here that live is getting to see this first for before everyone else is this thing right here because normally what you would have to do is go back to the exploration I'm going to hit the back button real quick you would have to go back to the exploration add whatever it is like say we forgot to do um in uh in this one we forgot to do device category let's say we forgot to do add content or uh term let's say in this case we don't have term we'd have to go back there add it in replace the library it's kind of a hassle but now we have this little guy right here and we can go through and say add a dimension let's say term and session manual term and I'm going to apply I'm going to save to current report because we know what that means and press save and Tada and we come back and we have because it's in our already in a collection we have our nav here and Tada now we can say do that too so again this is Google has not published it it is nowhere uh LinkedIn has not blown up about it just yet but that is like a big game changer because it saves so much time um but if you notice here look at our forecast how freaking easy is it to see where it is we need to optimize okay and then and looking at this so for our cart conversion rate from cart to this purchase piece it is saying we're at 31% but we're saying we need to be between 40 and 50% so immediately whoever can report be like well there's your problem let's go optimize this let's break it down by whatever it is we want to break it down by let's see what it's doing with different device category and in this case let's see what Mobile's doing is mobile with a problem let's find out and like oh nope Mobile's converting just freaking fine let's go to desktop obviously it's teeny tiny numbers I know that but let's go to desktop and and we can see oh it is it's the desktop desktop versions is not converting the way we want to then I would go to a tool like maybe Microsoft Clarity and then kind of investigate a little bit more and possibly you know also in here see the different traffic sources and all that I could go on and on and on but I want to make sure we get to our questions so holy moly Jeff what kind of questions do we have yeah we got a lot um two that we have pinned that we want to go through um I have a question for you and that is um is there a way that a place you teach things like the forecast what percentage of people you want there for C thank you page and so on is that something that you teach that is something that we've taught um there are some free things out on the YouTubes um let me see and I know we have it in our courses and we have a tool in our courses let me see if that's part of our the tool box that we just were looking at let me see if that's something in there and then while we go to the next question yeah perfect and so while you're looking for that because because there is a free toolbox at measurement marketing. that does teach a lot of the stuff so if anybody's likes what they see on the screen I think that'd be a really good uh resource to check out um okay so Amy says I'm curious about how to transition stakeholders from old performance metrics to the metrics published by ga4 IE bounce rate so I I'll start with that and then Julie you can weigh in if you'd like so bounce rate it is present in ga4 it wasn't in the initial release but it's there now I've never been a big fan of Bounce rate um for many reasons but ultimately it it's I think that it means that we just don't have data and so like not having data is not really that insightful um or it just means that somebody left the site um but I would also ask you know balance R's been gone from Universal for a while you know for 11 months now we haven't been able to use it Universal so how have you been presenting to people like what do you tell them you you know because it's been there's been a month where stakeholders haven't seen what they've had previously um so how would you handle that conversation with them I think those conversations would have already been had um but I personally the way that I do it is I try to educate them as to why there's something better so it's not like hey I'm getting rid of Bounce rate for you it's like this is a better one this is a better indicator for you of performance which it could be any of the numbers that that Julie's shown you on screen it could be a bunch of different items on there um anything that you want to add to that Julie no that that is correct and we just kind of would educate because I think a lot of times was like you know users versus sessions and stuff like why are we now using sessions instead of users um but it is helping them understand the useful truth and what you can take action on some of these are vanity metrics and so um and what they can actually take action on and um so yeah that's what we focus on is helping them see the usefulness of the other ones yeah um Josh says if we updated G for to be domain wide meaning that you added the code on the site in addition to um having the universal analytic code staying on there are there any any negative side effects from accidentally leaving the old ga4 code snippets on the pages ultimately there's you know there's about 40% of the internet still has Universal on there that never took it off so I don't think that you'd be penalized I mean there's other other things that Google can penalize you for I wouldn't be concerned about that um is it a should you remove the old code yeah because like what's it doing for you but basically the old Google analytics the universal analytics code it either got converted in the behind the scenes to being a ga4 code so that would be a challenge for you if you have ga4 on there and the universal and Google duplicates it basically you have two ga4 properties now um one of them is a little bit inferior because it's not the native code and the other thing is just clean up you know clean up your tracks is what I would say it's not going to go anywhere but but as far as I understand Google just ignores any UTM hits anything that happen or not UTM but any UA hits that happen they just ignore it very good and I am looking for the conversion rate thing that we have um kind of uh but I will make sure that everyone has it um I'm not sure how because we got like about a minute left um but we'll figure out yeah maybe I'll post it on LinkedIn I will post I'll post a screenshot of what we use on LinkedIn and so that way people can find it um awesome and then Amy said that she's using HubSpot analytics as well so like you know I would look at ga4 as a complement to what you're doing um there's definitely some things that HubSpot can't do that this can allow you to do but um look at it as a complimentary now we have to end very soon here so Sarah says can you please explain the differences in the three options available at setup I'm struggling with understanding the differences so I think this is is which code do you use um between the gtag or the Google tag the installing with tag manager and in it's how you get the code on there so ultimately it depends on whether you're going to be using the code for other purposes or if you're just seeing it being like a onetime thing if you're just installing only Google analytics you can just use the the main code if you if you might want to track other things which other things meaning like Scrolls um extra you know extra event tracking if you want to do any customization custom dimensions then I would strongly consider using tag manager as the way that you do it because it's a lot more it will grow with you a lot more so of the three options the one that I would we we highly recommend is Google tag manager um if we had more time I would I would show you what the options look like but that's that's the short answer for you um and I think that we're over time now so if you have questions please do connect with Julie and I on LinkedIn um or yeah share your results from taking the semrush course that we recommended to you um on your LinkedIn Julie's gonna be doing a post of what she just talked about as well so make sure you give her a follow and love to hear from you any feedback you have and um yeah this is just the beginning so if you're into ga4 I highly recommend that you utilize the resources we have out there as well as the resources that are provided to you via semrush on the academy as well so thanks everybody for your time today it was awesome and we will look forward to hearing from you and talking to you very soon bye everyone thanks Jeff and Julie if you're still feeling a little bit nervous about the switch from Universal analytics to ga4 you can check out the full 40-minute webinar from Jeff and Julie at Sam brush Academy via the link below by the way Jeff also has a whole course on g84 for SEO I also added the link below